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Yang Ding

Lecturer in Marketing

Yang Photo


  • Services Marketing, 
  • Behavioural Economic Decision-Making, 
  • Service Technology and AI, 
  • Quantitative Research Methods/Experimental Research


University of Reading, Whiteknights Campus

Yang Ding is currently a Lecturer in Marketing at the Marketing and Reputation department of Henley Business School, specialising in behavioural economic decision-making, digital service technology, and services marketing.

Yang Ding is a lecturer in marketing at the Department of Marketing and Reputation, Henley Business School. His research interests include services and tourism marketing, behavioural economic decision-making, service technology and AI, and experimental research. His work has been showcased at leading conferences, including Frontiers in Service and CAUTHE. Yang's doctoral research investigates the impact of mobile payment methods on consumer behavioural intentions and he is the recipient of the Strathclyde Excellence Award, which funded his doctoral studies.

Yang holds a BSc (Hons) with First Class Honours in Business and Management, and an MSc in Marketing from Durham University, as well as a PG Certificate in Learning and Teaching in Higher Education. He is currently an Associate Fellow of Advance HE (HEA). Before joining Henley, Yang taught at the University of Strathclyde, where he also studied his PhD in marketing, and he worked as a research assistant at Guanghua School of Management, Peking University in China.

Prior to his academic career, Yang worked for a top-tier DMO in China, responsible for marketing and public relations activities, as well as the company's IPO process. He also worked as a management consultant for the global real estate services company, JLL.